creative strategist
Role: Strategy, Art Direction
The Taboo:Women’s learned shame for their vaginas conditions them to ignore what’s “down there”.
The Insight:We can’t understand what we’re too ashamed to look at.
The Idea:When it comes to vaginal health, your underwear usually knows what’s up before you do.
The issue? Many girls have been taught to feel uncomfortable even looking. Generations of stigma have made something as normal as discharge feel embarrassing, so we ignore it instead of understanding it.
Undie Check aims to change that. It turns a quick glance into a simple, private ritual. A small act of awareness that replaces fear with confidence. And because it’s a quiet and personal practice, it transcends different cultural and social norms.
SKIMS pH Underwear Collab
The Undie Check x SKIMS collaboration creates buzz and brings clinically smart design into everyday underwear.
Each pair includes a small Undie Check patch stitched into the gusset, made from hydrophilic polyester microfiber laminated over a thin cellulose-based pH film.
At a healthy vaginal pH of 3.8–4.5, the patch stays off-white. When pH rises to 5.0–5.8, an early sign of BV or yeast imbalance, microcapsules in the film dissolve and the patch shifts to orange.
As pH returns to normal, the color fades within 6–8 hours as the dyes restabilize.
Out of Home - Women’s Public Restrooms
In-Product Inserts
A simple, visual guide that helps girls and women understand what their discharge means. Placed inside Canesten products, the card shows color and texture examples of common discharge types—from normal to yeast or BV—so users can identify changes quickly and confidently.
Because it’s tucked discreetly inside packaging, it translates well to conservative markets, too.
Shelf Talkers
UK: Boots, Superdrug, Savers, Morrisons
UAE: Life Pharmacy UIA, BenSina Pharmacy
Undie CheckGPT
Canesten will also launch an integrated AI feature called Undie CheckGPT, a selectable ChatGPT model designed for quick and discreet guidance.
Users can upload a photo of their discharge for help identifying potential pH shifts, or scan everyday products like soaps, lotions, detergents and other underwear to receive a vaginal friendly score. If an item does not pass, the model automatically links users to Canesten’s recommended vaginal friendly alternatives.
A deeper dive into our strategy:
Copywriter & Co-Strategist: Kenna Lloyd